Director, Marketing Service Lines & Hospitals - Hackensack Meridian Health

Our team members are the heart of what makes us better.

At Hackensack Meridian Health we help our patients live better, healthier lives — and we help one another to succeed. With a culture rooted in connection and collaboration, our employees are team members. Here, competitive benefits are just the beginning. It’s also about how we support one another and how we show up for our community.

Together, we keep getting better - advancing our mission to transform healthcare and serve as a leader of positive change.

The Director, Marketing Service Lines & Hospitals is responsible for developing, executing and measuring comprehensive marketing strategies, plans and programs for service lines throughout the Hackensack Meridian Network. Plans will be based on clear objectives, strategies and supporting tactics and measurable metrics utilizing both traditional and digital assets. Regularly evaluate regional market dynamics and work to maintain crisp competitive differentiation, while supporting the HMH master brand. Anticipate and act on emerging healthcare trends to position the system for the future, in conjunction with other system leaders. Manages a team of marketing professionals and works collaboratively with integrated marketing communication teams to leverage all new media and traditional channels. Identifies opportunities for network integration and harmonization of marketing approaches.

A day in the life of a Director, Marketing Service Lines & Hospitals at Hackensack Meridian Health includes:

• Participate in the annual marketing plan development process with the oversight of the marketing leadership team. Ensure consistency of plans in content and depth. Ensure plans are informed by regular meetings with regional, hospital, service line, and/or Network leadership.
• Partner with internal and external partners to execute campaigns to build local/regional volume, market share and program reputation/awareness.
• Ensure best practices in the development of marketing plans, including the writing and sharing of strong project briefs that result in campaigns that are on strategy, on brand, and on deadline.
• Provide coaching, mentoring and leadership support to the marketing leads on an ongoing basis to ensure alignment and coordination of strategic business goals and initiatives. Provide strategic direction to public relations leads for coordinated communications and messaging related to site specific and network initiatives, achievements and media pitches that support growth and awareness.
• Manage a detailed and accurate budget for each service line; maintain standard monthly reporting to show Actuals, Committed, In Progress dollars.
• Participate in strategic committees that advance organizational goals such as the development of priority clinical programs, portal strategies, and patient services.
• Evaluate, recommend and implement new and improved marketing processes and practices that quantifiably and incrementally improve the customer experience, drive increased demand and differentiate HMH brand among other healthcare providers.
• Design, implement, and oversee integrated marketing, communications, digital and content strategies to drive brand awareness, preference, engagement; attract strong sales leads and outcomes; and deliver on the brand promise.
• Create CRM, direct mail, social media, web and digital strategies that target key segments and drive conversions and downstream revenue.
• Create product development processes and creative asset strategies that transform the organization's portfolio into a market-leading position.
• Create strategies to cultivate and enhance meaningful relationships with targeted external audiences, including referring physicians and key influencers.
• Optimize strategic partnerships and sponsorships with organizations and businesses to increase brand and service line awareness, activate with participants, educate and drive encounters.
• Create and distribute content in collaboration with service line administrative and medical leadership to improve the reputation scores of Hackensack Meridian Health hospitals within the U.S. News & World Report “Best Hospital” ranking through owned and earned media, magnifying reach to a national audience.
• Support the development of marketing services from idea generation through concept development, product design, financial assessment and launch to ensure profitable growth and expansion in the market; focuses on innovation, adaptability, and flexibility that exceed customer expectations and enhance revenue generation strategies.
• Operate across a matrixed organization with multiple stakeholders to lead the development of enterprise operating frameworks and processes for the consumer and marketing functions, including the development and enforcement of the brand positioning and standards across the enterprise.
• Manage cross-functional teams and lead project management to meet production deadlines and execute marketing campaigns and special initiatives, with the ability to problem solve through challenging situations.
• Identify and track metrics for KPIs and ROI for various marketing initiatives.
• Produce campaign reporting to analyze performance, conversion data and provide recommendations for optimization.
• Establish standardized processes, marketing materials and communications that promote work efficiencies and consistency in brand and messaging across the network and hospital campuses for service lines and services/programs.
• Work with operational leaders to create a contemporary, integrated approach to the desired patient experience, ensuring brand continuity and a customer service focus at every touch point.
• Conduct consumer and other research as required measuring the effectiveness of marketing activities and/or identifying new opportunities for service or product development.
• Optimize talent by providing counsel, leadership, guidance, and direction and assisting in developing an organizational culture appropriate to support the mission. Employ participative management and leadership approaches that optimize organization resources, talent effectiveness, and engagement. Empower others to exercise leadership in achieving goals, developing new concepts, and taking the initiative.
• Be a steward of the culture by demonstrating and role-modeling leadership behaviors.
• Promote, act and collaborate as a unified leadership team to drive system consistency.
• Maintain a working knowledge of applicable Federal, State, and local laws and regulations.
• Manage and oversee team performance through performance planning, coaching, and performance appraisals. Hold direct reports accountable for managing and developing their assignments to ensure goals are achieved.
• Provide ongoing feedback to team members to ensure they develop the skills and competencies required for effective planning and individual professional and personal career growth.
• Motivate and inspire team members by providing them with the information and tools they need to do their jobs well and meet patient and member expectations; regularly reward and recognize team member achievement.
• Manage performance issues, coach as necessary, and address poor standards, ensuring department targets are not compromised.
• Other duties and/or projects as assigned.
• Adheres to HMH Organizational competencies and standards of behavior.

Education, Knowledge, Skills and Abilities Required: 

• Bachelor's degree in Marketing, Public Relations, Communications or a related field.
• Minimum of 10 years experience in healthcare marketing and/or communications or a related field, (academic medical center and/or large healthcare system is particularly a plus). with increasing management responsibility.
• Must have excellent management skills and be guided by a compelling ‘client/customer’ orientation, as well as writing skills and attention to details.
• Manages numerous accounts and complex issues with an orientation toward both creativity and details. 
• Works extremely well with key customers in a matrixed environment.
• Excellent written and verbal communication skills.
• Proficient computer skills that may include but are not limited to Microsoft Office and/or Google Suite platforms.

Education, Knowledge, Skills and Abilities Preferred: 

• Master's degree in Business Administration or related field.  
• Health care industry and/or hospital marketing experience.

If you feel that the above description speaks directly to your strengths and capabilities, then please apply today!